About Narnach

Hi, my name is Wes Oldenbeuving and I am a self-employed software developer. You can hire me! My contact details are at the bottom of this page.

Narnach is the name I have been using on the internet since 2003, so when I founded my company in 2009 it seemed useful to name my company after how I was known.

What I can do (for you)

My skillset is strongest in dealing with complexity, so I tend to build heavy-duty back-end systems. Examples are: mobile payment solutions, business metrics dashboards with future predictions, crowd-funding platforms, rules engines, OpenRTB advertising systems.

I'm also pretty good at crunching numbers, for instance to analyse and optimise business performance using tools like a cohort analysis, A/B testing, churn analysis, and customer life time value (CLTV). Spreadsheets and queries are good to get me started, but automating the reporting into a software tool is my end goal.

A quick intuitive understanding of technologies and business domains allows me to work with and reason about things I haven't worked with before.

Experience with multiple product monetizing strategies and an analytical insight helps to dissect business models for new products and see if they make sense, or are doomed te fail. Useful to know before spending heaps of cash on development and marketing efforts.

I have used a number of programming languages over the years. From 2005 until 2016 my preferred language was Ruby. From 2016 onwards I prefer to use Elixir for new projects.


I believe that by working hard on interesting problems, you will deliver the best results for the project. This means I want to work with clients that are committed to the project.

As a Dutchman, I am honest and fairly blunt in how I communicate. I don't like to bullshit or sugar-coat things. When I think something is not going to work, I'll let you know. When I think something is a good idea, I mean it. As a result, I don't like working with clients that don't care about their own product, such as large enterprises.

Whenever people repeat something too often, I like to figure out a way to automate the process. People should do creative work, not be automatons.

Open Source

I run a completely open source software stack on my servers and for development I use a lot of open source tools. As a professional open source user, I believe that I have an obligation to give something back to the open source community.

I publish the source code of many internal tools on Github. These tools have helped me scratch my itches, so I hope they can be useful to others.


In 2010 I teamed up full-time with Gerard de Brieder to tackle bigger projects as a two-men freelancer army. His skills are a perfect complement to mine. He's a great rapid prototyper, getting the "golden path" up and running quickly, and he's a lot better at designing interfaces than he likes to admit. My analytical focus on details and edge cases turns a prototype into production code. Together we are a full-stack team.

Since 2012 we have expanded our team with the addition of Bart ten Brinke. Bart is fairly all-round developer, who adds some (practical) academic knowledge to our group. He's also proven to have a lot of skill and patience in managing our growing cloud of servers.

In 2016 we expanded our team once again with Marcel de Graaf and Diederick Lawson, both experienced developers who have a combined expertise that spans from server administration to front-end development and everything in between.

Between the five of us we handle all aspects of a project: brainstorming and requirements analysis, rapid prototyping, iterative improvement, developing a back-end system with bank-level security, continuous deployment and hosting (on hardware or in The Cloud™), and eventually scaling up to accommodate the needs of a growing business. For a running product we also have the expertise to provide you with data analysis and business intelligence.

We are currently in the process of starting an "umbrella corporation" business entity where we will present ourselves as a single company, rather than as an army of freelancers.


Since 2009 I've been working with Gerard on a multi-national mobile payment solution. It's currently a high-volume, high-flexibility cloud of web services, designed to account for the fact that in Telecom all the rules seem to change every 3 months. The system has gone through a number of big changes due to business success and related scaling challenges.

We turned a website with one payment provider (2009) into a payment system with five payment providers (2010), separated the business logic into a drag & drop business logic builder (2011), reinvented the core payment solution into a plugin-based service suitable for handling multiple payment providers in over a dozens countries (2012), got serious about a responsive front-end solution for multiple countries, multiple content types, and multiple payment types (2013), scaled the server architecture from a single physical server to a cloud of virtual servers, to accommodate millions of page views per week from around the world (2014), extracted a content management service from the plugin-based service, to separate codebases and load balancing needs (2015), added crucial business intelligence tools such as: a Cohort Analysis with trend-based predictions, and sales pattern-based outage detection in third party payment solutions (2016).

In 2010 we developed a crowd-funding platform for a major Dutch bank. It was a nice external validation that we produce top-notch code, due to regular security code reviews and penetration testing. It did teach me that I prefer working with business owners and stakeholders over committees and politics inside of large corporations.

In 2012 I took a brief dive into Foreign Exchange (Forex) trading, exploring the wonderful world of candlestick charts and programmatic trading.

In 2013 I started LeadImprove as a side-project to make it easy to run some A/B testing experiments for customers. In 2015 I repurposed it to be an in-house tool for a customer, and they hired me to turn it into a Demand Side Platform (DSP), an OpenRTB Bidder service that participates in the high-volume, high-frequency auction process that takes places whenever you would see an advertisement on your phone or anywhere on the internet. A prototype to explore the domain was built in Ruby, after which the production version was built in Elixir to handle the 20,000 concurrent requests per second it needed to process.

In 2015 I turned my long-time hobby of video game playing into something more practical by starting a YouTube channel where I showcase games I like, and provide strategy guides and entertainment. It monetizes itself via ad revenue, and exposes me to a different side of the games industry.